新媒体环境下体育和传媒产业关系发展趋势和影响  

The Development Trends of Sport and Media Nexus Driven by New Media Technology

作　　者：霍炎[1] 朱松林[2] 

机构地区：[1]安徽财经大学体育部,蚌埠233041 [2]上海大学影视学院,上海200072

出　　处：《体育与科学》2011年第4期47-50,共4页Sports & Science

基　　金：安徽省哲学社会科学规划项目;项目号:AHSK09-10D02;安徽省体育社会科学研究项目;项目编号:ASS2010209

摘　　要：本文以扎根理论为方法论基础,通过文献资料分析和对体育和传媒领域内业界和学界人士的访谈,考察和分析在新媒体环境下,体育和传媒产业纽带关系的发展趋势,以及由此带来的机遇和挑战。两大产业共同面临的一个重大发展趋势是分化。体育组织和传媒机构转播权交易的复杂化是分化趋势的一个体现,文中分别从传媒和体育行业的角度对此进行了详细分析。最后提出了新媒体环境下,体育组织和传媒机构之间合作的新形式。Guided by the grounded theory as foundation of methodology, this article examines the trends in sport and media nexus development and the ensuing opportunities and threats on the basis of literature review and interview of professionals and academics. Both the two industries are confronted with a common central development trend, fragmentation driven by the new media technology. Sports media rights deals as a manifestation of the fragmentation trend are explored in detail from media as well as sport industry perspective. New forms of coordination with in sport and media are proposed under the new circumstances.

关 键 词：新媒体技术 体育内容转播权 分化 协作 

分 类 号：G80[文化科学—运动人体科学]